About Anna
Already in it.
My father used to pull gemstones out of his pocket in the most random places.
Burma. I was maybe 6.
In the middle of a jungle. At a roadside café. On a highway with no name between Bangkok and somewhere else. He'd hold one up to whatever light was available — a Kashmir sapphire catching the sun through a dirty windshield, a Burmese spinel glowing against his palm — and I would just stop. Every single time.
Before I had words for any of it, I was already traveling with him. To mines in Burma. Into gem markets in Sri Lanka, negotiating royal blue sapphires over cups of tea. Through factories in Bangkok where I watched craftspeople handmake pieces for major jewelry houses — slowly, deliberately, with a precision that felt almost sacred. I absorbed all of it without knowing I was absorbing it.
What I understood, even then, was that something made certain pieces feel different. Not the clarity. Not the size. Something harder to name. The energy of the person holding it. Whether they believed in what they were offering — or didn't.
Burma. I was maybe 6.
Myanmar. I was maybe 6.
When I was 5, my grandfather took me fishing on the banks of the Dnipro River in Kyiv.
The air smelled like damp grass. Pigeons cooed and scattered around our feet. I sat with his homemade wooden rod in my hand, hoping for something to bite.
Nothing did.
Not that day.
Not the next.
By the third morning, I told him I wasn't going anymore.
He smiled. And said something I've never forgotten:
"They don't bite because you want them to.
They bite because you keep showing up patiently."
And then, with a smirk:
"Most people quit right before the best catch.
Look at them — going home with melkaya rybyoshka again."
Small fish. The ones you settle for when you give up too soon.
I didn't fully understand it then. But something in me felt the truth of it.
Already selling something.
When I was 8, I wanted to earn money to buy myself a pair of heels.
So I made lemonade, set up a stand outside our condo in the centre of Bangkok, and waited.
The first few hours: no one. Not a glance. Not even a smile. I was just a little girl standing alone in the heat with a jug of lemonade and no customers.
And then I heard his voice.
"They bite because you keep showing up patiently."
So I stayed. A few days in, people started to recognise me. To smile. To stop. To buy. It became my first profitable business — and the beginning of something I've spent the rest of my life understanding more deeply.
A few years later, I was sent to an elite Swiss boarding school.
My classmates wore things I'd only seen in showcases. They bought without hesitation, without questioning the price, without needing to be convinced. They knew what they wanted…and expected the brand to meet them there. Effortlessly. Instinctively.
I watched all of it. How luxury moved between people. What made something feel worth it before anyone said a word. What made someone reach for their wallet… and what made them walk away, no matter how beautiful the object.
That world shaped something in me that I couldn't have learned from a course.
At 16, everything I'd been raised inside was gone overnight.
The safety net was gone. I went from a life of access and privilege to starting from nothing.. in a new country, at 16, with no plan.
Thanks to my prior experience, I found a job in London. I worked in jewelry retail, in Selfridges & Liberty. Not behind a gem tray at an exclusive trade show this time, but on the floor. Talking to real buyers every day. Understanding what made someone fall in love with a piece and decide to spend money they sometimes didn't have. I moved through wholesale, retail, and eventually online. I saw every corner of this industry from the inside.
And something in me changed. Hardship stopped being something I was running from. It became information. A clarifying force. The thing that showed me what I was actually made of, and what I could help other people move through.
From the retail floor, I built an agency. Managing Instagram accounts and running ads for jewelry brands.
I was inside their businesses: their content, their audiences, their sales. And what I saw, over and over, was the same thing.
Incredible designers. Work that stopped you in a showcase. Pieces that sold at retail, sold at shows, commanded real prices in person. And then — online — nothing. Quiet DMs. Content that looked beautiful, like a catalogue… and moved no one. Sales that didn't follow.
The prevailing wisdom from most marketers was (& still is) simple: Instagram isn't a place to sell jewelry. Use it for brand exposure. Manage your expectations.
I massively disagreed.
I still do.
The problem wasn't the platform. It was the translation. Selling luxury in person — at a show, behind a counter, across a tray of stones — requires a specific skill. Reading the buyer. Telling the story of the piece. Knowing when to speak and when to let the silence do the work. Most designers had that instinct completely. What they didn't have was the language to translate it online.
Then Covid hit. My clients disappeared overnight. And instead of rebuilding the agency, I made a different decision: I started teaching designers how to do it themselves.
Because what I'd seen running those accounts wasn't a marketing problem. It was a positioning problem. A messaging problem. A "you're not letting yourself be fully felt through the screen" problem. And once that shifted… everything shifted.
To this day, most marketers will tell you Instagram is not a place to sell jewelry.
Then I had two babies. Back to back.
And for the first time, I couldn't outwork anything. I couldn't push through on force of will. All the patterns I'd built — the grinding, the proving, the relentless forward momentum — stopped working.
I had to learn how to build something that worked because it was true. Not because I was forcing it.
That changed how I work with everyone I've worked with since. Because I know what it is to try to build something real while your life is also happening. While you're depleted. While it doesn't feel like the right time. And I know the shift isn't about finding more energy. It's about getting clear on what's actually there — and trusting that to be enough.
Still in it.
The mines. The factories. The boarding school. The retail floor. The agency. The starting over. The babies. Every part of it counts.
What I do now is take all of that — the industry knowledge, the sales instinct, the understanding of what makes someone stop and feel something — and I use it to help jewelry designers build brands that actually match their work. Not a strategy borrowed from someone else's playbook. Something that's genuinely theirs. That sells because of it.
I'm direct. I'm intuitive. I genuinely care — not in the way people say they care, but in the way where I'm still thinking about your brand three days after our call because something clicked and I want to tell you.
And business isn't always rainbows. I know that firsthand. Which means I don't flinch when clients hit the hard parts. We move through them, with grace.
"Anna just gets you. She sees the business owner and the human. She knows how to hold space for who you are now and who you are becoming. That's a rare gift."
"She created a space where I could actually be honest."
Now when something I believe in deeply goes quiet, or slow, or uncertain — I still hear him.
"They don't bite because you want them to."
Clients don't either. The right opportunities don't either. They come when you stay. When you stand behind what you've created. When you keep showing up… even when it's still.
That's what I help you do.
Let's transmute your inner chaos into peace, which will radiate out, reshaping your external reality.
Inner Alchemy
Step into your potent feminine energy, attract (not chase) your desires, and watch the universe playfully respond.
Magnetic Attraction
We're diving deep, focusing on YOU— the spirited human, the visionary CEO, the fierce woman. Let's align, not just adjust.
Holistic Approach
Here's what I Bring to the Table:
Here's what I Bring to the Table:
Inner Alchemy
Let's transmute your inner chaos into peace, which will radiate out, reshaping your external reality.
Magnetic Attraction
Step into your potent feminine energy, attract (not chase) your desires, and watch the universe playfully respond.
Holistic Approach
We're diving deep, focusing on YOU— the spirited human, the visionary CEO, the fierce woman. Let's align, not just adjust.
